Rita Ora on how fashion is born from music
On Instagram, a 24-year-old British pop star of Albanian origin, Rita Ora, has been signed by almost three million people, today she is being talked about as a new style icon, and on her Instagram they are studying the main world trends in fashion: colored hair, pigtails, pearls, things in street style and crazy denim.
Obviously, Rita Ora follows in the footsteps of Rihanna, who managed to become a pop star and contribute to fashion and style, for which she received an award from Anna Wintour. The credit for this is the production team of the label Jay Z Roc Nation, which is signed by Rita Ora and Rihanna, as well as Kanye West (who works closely with people from the fashion industry and brands) and young artists like Grimes, HAIM and Nero, and earlier - MIA which, before leaving the label at the beginning of this year, collaborated with Versace. Unlike Rihanna, for whose style Mel Ottenberg is responsible, Rita Ora has two stylists: Kyle Devol, mixing Gwen Stefani's style with the street style of London girl, collects Rita outfits for performances and Jason Rebert, who prepares images for carpet tracks and clips, and also works with Ciarra and Iggy Azalia.
Today, Rita is shooting for Roberto Cavalli, DKNY, advertises Rimmel, the first is walking things from the collections of Jeremy Scott for Moschino, and on August 21, she launches sales of the first part from her collaboration collection with adidas Originals. Rita became the first British singer to collaborate with the brand: before that, the brand worked with Missy Eliot and men from Run-D.M.C. before farrell williams. On the eve of the launch, we talked with Rita about the impact of social networks and the new collaboration.
You are the heroine of Instagram. this social network today seems more influential than Vogue. For celebrities is it more important to position it right there than in the press?
Compared to fashion magazines, Instagram has more advantages: it is free, affordable, operational, and has a global reach. In addition, the image is clear to everyone in any language. For the fashion industry and for the style is a big breakthrough. Young people around the world can easily learn something new, peep ideas, trends here and now. Magazines today are becoming an application to sales of marketers, they work with what is effective in their territory, and not what readers need. Modern fashion - all in social networks. For me, Instagram is an ideal platform where I can communicate directly with fans. I like my shoes - I want to share it. No matter where these people live, they will definitely see my message! I appreciate each of them. They are all #unstoppable.
YOU POP-EXECUTOR, HOWEVER, when looking at YOU CAN SHOW THAT YOU READ HIP-HOP. WHERE DID THIS MODERN HYPE APPEAR AROUND THE STREET FASHION, SPORT AND HIP-HOP, HAVING SUCH FASHIONABLE?
Sports and street style, with which hip-hop culture is closely intertwined, for the past thirty years have kept pace with fashion, now dominating, now fading into the background. Luxury brands like Moschino, which picked up the trend, reflect the trend at a new level, which is why the influence on the young buyer is inevitable.
The whole collection is inspired by music, because while working on it I recorded my album
What is your style?
It is difficult to describe my style in two words, as it constantly changes depending on my mood. Although there is one thing that describes me best, it is freedom, but not material, as it may seem, but emotional. Freedom of expression.
Who inspires you?
My mother, as well as Bianca Jagger, and I would take Daphne Guinness's wardrobe for myself! I love fashion: it allows you to be anyone, gives unlimited possibilities. Trends, designers - all this will live forever.
Music and fashion often work in a bundle - and at the same time successfully. Why did you decide to collaborate with adidas Originals?
I have always been a fan of adidas Originals, and they are my fans. adidas met with me and shared that they like my style and my energy. For 16 years I have been a fan of sneakers, I even worked as a teenager in a store with sneakers. In addition, a good friend of mine works in their office in Los Angeles. I respect adidas for not being afraid to experiment, they are fearless and distinctive. Our collaboration is, indeed, a successful example of the fusion of music and fashion. The entire collection is inspired by music, as while working on it I recorded my album. So, part of the Rose Pack mini-collection with floral prints was created when I wrote love songs, and the Black Pack, which has a lot of black color and skin, when I was drawn to rock and I felt all-powerful! I really hope you enjoy everything that we did: Black Pack will be released tomorrow, Colourblock and Pastel Pack - in September, Rose and Spray Pack - in November.
Now attention is paid more to the body or mind?
Judging by the journals and comments on social networks, most people only care about the shell and rarely the mind. Everybody is discussing forms, figures, priests, bows - and this is a shame! But I believe in the young creative generation, which will return the triumph of reason.
Rita, who owns the future?
It belongs to me.